We keep coming across websites with poor quality content. Such websites don’t provide substantial information for users. They address topics that are of interest to the brand, and not on topics that prospective customers care about. They look exactly like other websites. And most importantly, they don’t convert.
What is website content?
Website content is the textual and visual content that a visitor encounters on the website during their buyer’s journey. Website content influences buyer decisions and the number of conversions in your monthly reports.
Why do you need good content for your website?
Good website content is the most important thing for increasing conversions. Content that delivers the right message into the hearts and minds of your customers will set you apart from the masses. And if this content is also well-written and optimized for the web, it will rise to the top of search results and hold readers’ attention.
How do we create website content?
We’ll do a call to discuss your needs and requirements and get down to work. We write website content in Google Docs and create wireframes in Sketch.
Quite often we also manage the website design process and contribute a lot to how the website looks like.
We aim at getting people to contact your company or buy your products after they’ve read what you said on your website. To do that effectively the first thing we do is learn who your customers are.
Who’s your target market?
Our job isn’t that much about writing copy as it is about knowing who is going to read it. The best messages come from the people who have bought your products or services or are likely to buy them. We need to get into your prospect’s head to understand what matters to them and how you can improve their life. This will turn into words that will influence your prospect’s buying decisions.
In our copy, we make your desired customer see him or herself reflected on your page. That’s why we use the words they use and target them specifically with our messaging.
Our target market research also considers your visitor’s state of awareness or the extent to which the people arriving on your site and reading your copy are aware of:
- Their own pain or desire
- The availability of a solution for that pain
- The availability of your solution as the best for that pain
With less aware visitors we’ll spend more time educating so the copy will be longer. We need to help them recognize their pain or desire, understand that there is a solution, and persuade them that this solution is you.
For highly aware visitors, we’ll spend more time persuading to choose you, and less time educating. If you want to target different audiences on your website, we will write landing pages targeted to various states of awareness.
Our clients often serve the needs of a huge pool of customers. These people have different backgrounds, come from different countries, and work in different industries. They have fewer things in common than a washing machine and a pair of shoes. In this situation there is one important thing to say:
We don’t write for all 300 of your buyer personas.
We need to write for your most desired segment of visitors. These visitors are people who you’re most likely to sell to, feel comfortable working with and have a good chance to succeed with.
Writing for everyone will result in converting no one.
Having researched your target audience, what do you think we’ll ask next?
What does your business have to offer?
Before writing a word, we need to get to know you. This will require a bit more than a conversation over a cup of coffee. We’ll need you to have a thoughtful look at your own business. Here are the questions you will need to answer:
- What do you sell?
- What category are you in?
- Who do you sell to?
- Why do these people buy from you?
- What do they pay their money for?
- How can you prove what you promise?
- What makes you different from others?
You will get a Google Spreadsheet with a list of questions to answer and will spend the next couple of weeks doing just that.
Think this over for a while: What can you do that others can’t? What do you provide that others don’t? What results do you achieve that others can’t achieve?
If you’re a software development company, go ahead and take a look at our questionnaire that we designed specifically for your type of business.
What keywords do we need to rank for?
SEO. Love it or hate it, it’s here to stay. If you want to make your website visible for search engines, your pages need to rank for your target keywords. The top positions are achieved by using a bunch of SEO tactics, one of which is a good page structure and target keywords in the text. We take care of both.
To make your website SEO-friendly the first thing we do is analyze your online competitors. In other words, we research the web pages that show up in the top 10–30 results of Google search for your target commercial keywords. We look at their structures, content, and keywords, and use this knowledge in our work. Our goal here is not to copy your competitors’ SEO strategy, but rather to discover what they do well, and do it better.
When creating a website for SEO, target keywords matter. But a proper page structure matters even more.
SEO analysis lays at the foundation of the website structure. It helps us decide what pages and structure you need to be able to rank high on Google.
How do we create content for websites?
When all our explorations are done, when we know your customer, your business, and what Google wants us to do, we start doing what you hired us for. We start creating website content.
Any writing project needs an outline. The same is true for websites. We build a mind map of your future website first. It will provide an overview of the top-level and lower-level pages on your website. And then we create prototypes for each page. Prototypes outline the page structure: the contents of blocks and their titles.
We come up with ideas for blocks based on your target customer’s expectations. This might include your competencies in a particular field, facts that prove your level of expertise, certain specialists on your team, methods and tools you use, and even your lifestyle. A lot of this is creative work. Very often we come up with interesting ideas that your customer doesn’t expect but would be amazed to spot on your website.
The best way to approach website content is to look at it as a list of customer expectations, or items that are important to your audience. When you have those items addressed, you will get more conversions.
When the prototypes are done and you like the page structure we propose, we start writing copy. We always work in Google Docs — they’re very convenient for collaboration.
We’ll send you back the results in Google Drive and wait for your approval. Only when you’re happy with the content, do we finish our project.
*All our texts are copy edited by a professional English native speaker.
What results have we achieved for our clients?
When IntegraSources, a hardware development company from Russia, turned to us looking to enhance their digital presence, we knew this was going to be an interesting project. We’ve never actually worked with anyone whose services sound that hard to understand for a non-engineer.
Take, for example, Field Programmable Gate Array (FPGA) design services. Any ideas of what that might mean? FPGA is an integrated circuit that gets programmed in the Hardware description language (HDL) which describes how the components should connect to each other, and what sort of logic they should perform as the data flows through. To become so well-versed in RAM-based digital logic chips we needed to fill the holes in our areas of hardware development knowledge.
After spending long hours talking to engineers from IntegraSources, we created about 70 pages of unique content for their website. Why so many? That was a fully conscious decision. We did a thorough SEO analysis. The results of our research made it clear that we needed a landing page for each high commercial intent keyword with low SEO difficulty.
We supported this project all the way through visual design and development phase. Right now the website is quickly gaining traffic, occupying the top positions in the search results.
Another project with a huge scope of website copywriting work is RubyGarage. About two years ago when we started to work together, RubyGarage decided to leverage content marketing to generate leads for their business. But while their traffic numbers were steadily increasing, their conversions remained relatively stagnant. RubyGarage’s existing website failed to provide a compelling offer. We restructured the website and created content for each page. As a result, we had a three-fold increase in the number of users who contacted the company.
MadAppGang is one of the most creative projects we’ve built. Our work on this website started by creating a tagline: “It’s hard to find good developers, but you’re in the right place.” With an idea to position the company as a team of highly skilled tech experts specializing in mobile technologies, we created a tone of voice that sounds geeky, creative, and a bit weird. A mix of humor, magic, wit, and brevity makes MadAppGang a Badass Programmers brand and differs their company from others. So far, the website has a very low bounce rate (32.76%), a long session duration (00:02:16), and 4 pages viewed during one session.
Read more in our case studies.
If you’re interested in website content, let us know. We’ll see if we can help.